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21 st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison

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Page 1: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

21st Century ProspectingA Blended Approach to Winning New Business

Presented by Troy Harrison

Page 2: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Something You Should Know

• NOTHING YOU LEARN TODAY WILL DO YOU ANY GOOD UNLESS YOU IMPLEMENT IT!

“Sell Like You Mean It!”

Page 3: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Your Prospecting Objective

“Sell Like You Mean It!”

You

Your Prospect

Page 4: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

The Old Way

“Sell Like You Mean It!”

You

Your Prospect

Cold Call

Page 5: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

A Better Way

“Sell Like You Mean It!”

You

Your Prospect

Teleprospecting Call From Good Database

Page 6: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Today’s Reality

“Sell Like You Mean It!”

You

Your Prospect

TeleprospectingSocial

NetworkingNetworking

ReferralsCustomer Referrals

Page 7: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Prospecting Approaches

• Social Networking (Long Term)

• Customer Referrals (Long Term)

• Networking Referrals (Long Term)

• Data Driven Teleprospecting (Short Term)

“Sell Like You Mean It!”

Page 8: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Long Term vs. Short Term

• Successful Prospecting includes BOTH strategies

• “Reputation” based strategies – long term; must have customers/business

• Data Driven Teleprospecting is the ONLY way to affect results in the short term

“Sell Like You Mean It!”

Page 9: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Sources of Prospect Data

• Databases; i.e. D&B, Hoovers, ReferenceUSA

• Business associations

• Chambers of Commerce

• Referrals

• Cold Calling, etc.

“Sell Like You Mean It!”

Page 10: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Advantages/Disadvantages of Databases

• Databases are usually best source

• Data is very complete; i.e. contact data, etc.

• Data may be as much as 18 months obsolete, must be verified

“Sell Like You Mean It!”

Page 11: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Using Cheap Technology – the Salesperson’s Toolkit• CRM programs are critical – manage the sales process

• ReferenceUSA – Database Through librararies

• Jigsaw/Data.com

• LinkedIn

“Sell Like You Mean It!”

Page 12: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

ReferenceUSA – the Salesperson’s Best Friend

• Free through most libraries

• Complete/comprehensive online database

• Allows 25 print or download per session (login) – log out and in for more

• Requres library card and PIN

“Sell Like You Mean It!”

Page 13: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Understanding Database Search Parameters

• Databases are searchable based on certain parameters – our example is RefUSA, but others are similar

• Main parameters are Geographic, Business Size, Business Type

• Match your best customers to determine your search parameters

“Sell Like You Mean It!”

Page 14: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

The Calling Process

• Build Your Call List, import to CRM/CM

• Pull First Contact Onscreen

• Check LinkedIn – is there a path?

• Call, using Benefit Statement, for appointment

• Repeat by tabbing to next contact

“Sell Like You Mean It!”

Page 15: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Proper Appointment Setting Habits

• Block out a time

• Prepare your environment

• Prepare yourself

• Focus

• SMILE!

“Sell Like You Mean It!”

Page 16: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Who to ask for the appointment

• Most salespeople start low.

• When you ask for a decision, the two possibilities are “yes” or “no.”

• Power to say “yes” – limited, power to say “no” – virtually unlimited.

• Solution is to sell to those who can say yes.

“Sell Like You Mean It!”

Page 17: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Selling at the Top

• Start at the top of the org chart, and work down.

• Same philosophy as the Guggenheim

• Purchasing managers – our natural enemy

“Sell Like You Mean It!”

Page 18: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

The Infomercial

• Key aspect of your “selling personality”

• Introduces you in an exciting and interesting way

• Gives you credibility

“Sell Like You Mean It!”

Page 19: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

The Mindset

• What do you do?

• Salespeople help!

• How do you help your customers?

• Three ways you help your customers - list

“Sell Like You Mean It!”

Page 20: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Parts of an Infomercial• Short attention spans – 15-30 sec max!

• Introduction (no pause)

• Positioning Statement (no pause)

• Following Question

• Discussion

• Close for Appointment

• DO NOT! “How are you today?”

“Sell Like You Mean It!”

Page 21: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Creating Prospecting Times• Prime Selling Hours: 1-5 PM Monday, 8-5 PM Tue-

Thur (except lunch), 8-Noon Friday (1-3 good closing time)

• Maximize face to face contact during PSH

• Use off-prime to prospect

• Make it an appointment with yourself and keep it!

“Sell Like You Mean It!”

Page 22: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Putting it Together

• SMILE! Yes, it’s important

• Use a good Infomercial (15-20 seconds), then conversation

• Ask for commitment for appointment

• Ask any remaining qualifying/prep questions

“Sell Like You Mean It!”

Page 23: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Capturing Data• All salespeople should have some means of data

capture – ACT, Outlook, Goldmine, other corpsystem

• Capture all pertinent info – business card, company demographics, particular industry info

• Capture all activities

“Sell Like You Mean It!”

Page 24: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Social Networking as a Prospecting Strategy

• What is the likelihood that your Target prospects will be tuning in?

• What is the quality of responses you get?

• ALL Social Networking MUST BE PROFESSIONAL in approach

“Sell Like You Mean It!”

Page 25: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

LinkedIn – Online Professional Networking• LinkedIn – “Business Facebook”

• Emphasis is on professional resume and introductions

• Sign on then add contacts from your contact base

• Should be representative of real network

“Sell Like You Mean It!”

Page 26: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Maximizing LinkedIn

• Look at your contacts’ contact list

• Request introductions

• Frequent Status updates keep you top of mind

• List Events, etc.

“Sell Like You Mean It!”

Page 27: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

How to Misuse LinkedIn

• Send out Link Requests to anyone whose e-mail you get ahold of

• Accept Link Requests indiscriminately

• Post boring, banal Status Updates

“Sell Like You Mean It!”

Page 28: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Facebook – Business or Personal?

• Facebook is primarily personal – CHOOSE which you will use

• Good for building “fan lists” to whom you can communicate

• Good for posting pics, videos, documents, etc. that pertain to business

“Sell Like You Mean It!”

Page 29: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

To Twitter Without Being a Twit

• Twitter – short 140 character mini blogs

• Good for building “follower” lists

• Keep Tweets relevant; “I’m home now” is mundane

• Understand – you can tweet great stuff and it still gets buried!

“Sell Like You Mean It!”

Page 30: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Keys To Social Networking• What is the likelihood of your target audience

seeing your SN?

• What is the likelihood of your postings influencing (Motivating) your target audience?

• Are you posting anything that you would NOT want your target to see?

“Sell Like You Mean It!”

Page 31: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc
Page 32: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Prospecting Action Items

• Set your prospecting weekly goal

• Set your weekly teleprospecting times

• DO IT!

“Sell Like You Mean It!”

Page 33: 21st Century Prospecting - PPAI Expo Century Prospecting.pdf21st Century Prospecting A Blended Approach to Winning New Business Presented by Troy Harrison. ... •Cold Calling, etc

Want More?• CALL! 913-645-3603

• E-mail! [email protected]

• Visit the site: www.TroyHarrison.com

• For Sales Training, Recruiting, Consulting

“Sell Like You Mean It!”